In 1976 Renzo Rosso began working for an Italian clothing manufacturer called Moltex based in the small town of Molvena in the North East of Italy, two years later he used a loan from his father to buy a 40% share in the company and he promptly changed the brands name to Diesel and a fashion legend was born. Russo’s vision was to create a truly individual and authentic brand which would encapsulate a singular visual language.
In 1985 Rosso bought the remaining stock in the company to become the sole owner. In sharp contrast to brands that constantly chase trends Diesel has always stayed true to its roots and the brand is widely recognised as one of the original pioneers of vintage, distressed denims. It was this innovation and originality that catapulted the brand to national, and later global success. Giancarlo Ricci presents the latest seasonal range from Diesel featuring their signature denims, t-shirts, sweatshirts and shorts.